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When classical elegance took center stage, René Lacoste reimagined the design by removing the sleeves and transforming the fabric. This bold move not only offered athletes greater freedom but also gave the garment a fresh, modern look. To ensure that comfort never compromised style, he introduced a groundbreaking concept: sports casual wear.
René Lacoste, the visionary behind LACOSTE, was a man of bold ideas and refined taste. His first creation, the Polo shirt, broke away from tradition and brought a new sense of style to the tennis court. Since 1933, the brand has continued to evolve, staying true to its founder’s original vision. Today, LACOSTE represents more than just fashion—it's a lifestyle, a mindset celebrated every day through style and sophistication.
One of the most iconic symbols of the brand is the L.12.12 Polo shirt. Its name, "Fashion is original," reflects the brand’s commitment to innovation and individuality.
In Spring 2011, LACOSTE launched a new era with the theme “L.12.12: A New Symbol of Life Attitude.†This campaign marked a shift in how the brand communicated its message, aiming to inspire people around the world. From January 2012 onwards, the slogan appeared across all media platforms, reinforcing the brand’s identity.
Over the past five years, LACOSTE has grown into a global icon, thanks to collaborations with BECT, a luxury goods agency, and the rising popularity of the “unpeu d’air sur terre†movement. The brand’s light, elegant, and timeless qualities have reached every corner of the world.
Today, LACOSTE continues to push boundaries, striving to create a stronger brand presence in a competitive market. As consumers seek simpler, more elegant, and durable clothing, LACOSTE remains at the forefront, embracing modernity and launching new product campaigns.
BETC Luxe, inspired by René Lacoste’s unique style, developed the new slogan and communication concept: “Fashion is original.†This message celebrates creativity, individuality, and the power of self-expression.
To mark this new chapter, LACOSTE launched a striking global event featuring four short films shot in Paris by renowned photographers Mert Alas & Marcus Pigott. These films symbolize the brand’s belief that true fashion is original—free from traditional constraints and focused on elegance and comfort.
The campaign will be shared globally through posters, digital platforms, and even the iPad. Mert Alas & Marcus Pigott are celebrated figures in the fashion photography world, known for their distinctive and artistic style.
Their work blends the charm of the 1930s with futuristic elements, creating a visual experience that transcends mere retro aesthetics. Their talent has taken them to the top of the industry, working with brands like Louis Vuitton, Missoni, Armani, Roberto Cavalli, Fendi, Miu Miu, Gucci, Yves Saint Laurent, Givenchy, and Lancôme.
The campaign features model Anja Rubik, a Polish beauty who has graced the covers of major publications such as Elle, Vogue, Numéro, Flair, Russh, and Nylon. She has also worked with leading fashion houses including Givenchy, Chloé, Christian Dior, Hermès, Chanel, Louis Vuitton, Gucci, and Prada.
LACOSTE continues to inspire, innovate, and redefine what it means to be stylish. With each collection and campaign, it stays true to its roots while embracing the future.
September 27, 2025